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Here and Now! Making Print Brands Digital
The document discusses the evolving landscape of media and consumer behavior as presented at ABC's 2011 annual conference. It highlights the shift towards a mobile, connected world where consumers desire immediate access and personalized experiences, emphasizing the need for businesses to adapt their strategies accordingly. The text also touches on the challenges faced by traditional media models and the necessity for innovation to stay relevant in the digital age.
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Here and Now! Making Print Brands Digital
- 1. ABC’s 2011 AnnualConference The Integrated Audience—Bridging Consumers, Communities & Content Jack Griffin | @JackGriffinESA | November 10, 2011
- 2. The Mathematics ofChange 2
- 3. Remember calculus incollege? If you didn’t keep up…it caught you! 3
- 4. Like calculus, digitalis cumulative. 4
- 5. Once Upon aTime… “A brand is the collection of assets and capabilities that allow one company to charge and to realize premium prices versus like competitors in the same category through time.” — David A. Aker 5
- 6. The Comfortable, Linear Worldof Print AD SALES SUBSCRIPTIONS NEWSSTAND 6
- 7. The Customer HasEscaped! “You should be rethinking the core logic of your go-to-market strategy. Instead of designing channels to capture targeted demographic segments, you must design them to support unfettered buyers’ behaviors.” — Harvard Business Review - 1993 7
- 8. The Non-linear NetworkedWorld 8
- 9. A Connected, MobileWorld 7B People as of November 2011 (and growing…) 77% Connected by mobile devices 9 5.3 billion at the end of 2010; U.N. Telecommunications Agency, http://www.itu.int
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- 11. The Only Constantis Change 11
- 12. And More toCome… 8B People 2020 90% Connected by mobile devices 12 5.3 billion at the end of 2010; U.N. Telecommunications Agency, http://www.itu.int
- 13. Transformation 13 Source: CoRise, October 2011
- 14. Transformation 14 Source: CoRise, October 2011
- 15. Transformation 1961 2011 15
- 16. From Find ItNow to Get It Now 16
- 17. From Find ItNow to Get It Now 17
- 18. The Now Consumer • Wants it her way • Wants it now • Demands price transparency • Demands value • Cares what her friends think • Will share what she thinks 18
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- 22. The Battle forAttention 22
- 23. Top-selling Paid Appin US and UK 23
- 24. “You can’t makeit go back.” —King Canute 24
- 25. “If something canbe done, it will be done. The only question is will it be done by you or to you. Just don’t think it won’t be done.” – Thomas Friedman, December 9, 2008 25
- 26. Media Business ModelsErode 26
- 27. Internet Advertising IsNo Silver Bullet While revenue continues to grow, up 23% in 2011 YTD: • 91% of dollars go to top 50 players • Search advertising = 49% of total • Google at 76% share • Facebook on track to be #1 in display • Twitter will become an advertising factor • CPMs continue to fall 27
- 28. Have We BeenHere Before? “A new medium is never an addition to an old one, nor does it leave the old one in peace. It never ceases to oppress the older media until it finds new shapes and positions for them.” – Marshall McLuhan, 1964 28
- 29. Here and Now A New Way of Thinking About: 29
- 30. The “Here andNow” Revolution… MOBILE SOCIAL DATA COMMERCE LOCAL 30
- 31. The Google Blueprint? PLACES TRANSACTIONS Googlemaps Googlewallet Quicksee.com Jamboo.com Zetawire.com COMMUNITY PROMOTIONS SHOPPING Google+ Google Offers Google Catalogs TheFridge Punchd.com Sparkbuy.com Fflick.com Dealmap.com Boutiques.com 31
- 32. The Consumer isthe Destination What does the consumer want to do? Listen? Contribute? Watch? Learn? Browse? Purchase? Compare? Share? Read? Play? 32
- 33. Media Brands areOutposts 33
- 34. Creating the BestExperience for Each Audience and Platform 34 34
- 35. “There’s not asingle business model… There are really a lot of opportunities and a lot of options and we just have to discover them.” – Tim O’Reilly, CEO O’Reilly 35
- 36. The Wall StreetJournal 36
- 37. The Economist Economist Group: All Platforms 37
- 38. The New YorkTimes 38
- 39. Vanity Fair “Engagement with the reader is everything…Touch technology will transform what magazines are, will transform the way they are made, marketed and consumed...We want to be everywhere the consumer wants us to be.” Tom Wallace, Editorial Director, Condé Nast 39
- 40. Financial Times HTML 5 The Web as “News Database” The Data Workflow • Visualizing complex dataset - Bank debt exposure data • Monitor site for updates • CSV source • Clean in Excel • Import MySQL database • Generate SQL query • Publish XML • Parse with ActionScript • Publish with Flash 40
- 41. The New YorkPost 41
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- 43. Why Here &Now? It is being done by people and players who are coming into the space of traditional players from the other end. 43
- 44. Content from CommerceRoots 44
- 45. Where are younow in this landscape? Where are you heading?—CoRise, 2011 “Pessimists are usually right and optimists are usually wrong, but all the great changes have been accomplished by optimists.” – Thomas Friedman, December 9, 2008 45
- 46. Here and NowAccelerators • The iGeneration • 4G connectivity • The Personal Cloud • Kindle Fire @ $199 • Geolocation • Touch Interfaces • Analytics/Omniture • Aggregators • YouTube • HTML5 • IPTV/Apple TV • Mobile Payments 46
- 47. The Here andNow Way 1. Be a digital native—it’s cumulative, like calculus 2. Set a user baseline for all digital experiences 3. Pay the tolls – be there even when you don’t know the return 4. Know that technology is core, not support, particularly in data 5. Examine workflows, processes and CMS 6. Develop specific domain expertise 7. Look for recurring revenue and transactions 8. Spread your bets – there is no one future 9. Experiment, partner and collaborate 10. Innovation has been turned upside down 47
- 48. ABC’s 97th Conferenceand Annual Meeting The Integrated Audience: Bridging Customers, Communities & Content THANK YOU! Text follow JackGriffinESA to 40404